501c3 nonprofit organizations need to be on Facebook just as much as any for-profit business. Facebook can help your nonprofit spread awareness about your cause, earn supporters, and get help or donations. If you want your nonprofit’s Facebook efforts to be successful, here are six tips specifically for nonprofits.
Nonprofit Digital Marketing – Define Your Distinct Voice
Your Nonprofits Facebook page will represent your entire 501c3 organization, so you need to make sure that the messages you’re sending on Facebook are consistent with your overall nonprofit’s mission, personality, and brand. Determine exactly what kind of voice your nonprofit will have. Serious? Informal? Witty? Authoritative? Everything your nonprofit post should be reflective of whatever your nonprofit chooses. This will help potential donors get to know your nonprofit. It helps to maintain consistency if your nonprofit has only one person in charge of updating the page.
Lure-In Nonprofit Donors – Offer Diverse Content
If your nonprofit wants to appeal to a diverse group of donors, you need to offer diverse content. Your content should come in many forms, such as videos, photos, news articles, and infographics. For many nonprofits, visual content often does the best job of conveying their message about their cause. Your nonprofit should provide potential donors with as much information as possible, so link to any recent developments or news.
Show Off Your Nonprofits Success
It’s important to show your nonprofit donors what you’re doing to support the nonprofit’s cause, so frequently post about your nonprofit’s activities. Keep your donors and potential donors updated about whatever projects you’re working on. Post pictures of your nonprofit and fundraising events. Post pictures of your staff and volunteers hard at work in the office. Give concrete evidence of the change your nonprofit has caused whenever possible, with photographs or testimonials.
Engage Your Donors -Start Conversations
You want donors to interact with your nonprofit’s page as much as possible, and you want your nonprofit to gain as much exposure as possible. Lively conversations and discussions will help donor retention and stay active with your page. Ask questions of your donors. Ask for the comments or opinions on the news or material your nonprofit post. Encourage donors to share their comments and feedback about your nonprofit cause. Don’t just start conversations; participate in them and keep them going by responding.
Secure More Donations – Nonprofits Should Always Have a Call to Action
If you want potential donors to donate, you need to encourage them. Make it easy for potential donors to participate by frequently telling them exactly how they can donate or volunteer. For example, if you ask for donations, name specific items and include the address of where to send them. When you post material, always include something that asks your donors to “share” or “like” it so their friends can see it, too. Ask for volunteers, challenge nonprofit supporters to change their habits, or suggest anything they can do to help.
Credibility is so important for nonprofits, so be as transparent as possible on your nonprofit’s Facebook page. Always let donors know what your nonprofit is up to or what they are doing with their donations. If someone asks a question about your nonprofit, make sure you answer it directly. Respond to feedback, whether it’s positive or negative, and show your donors and potential donors that you’re open to suggestions and aren’t hiding anything.
Facebook Stats to Remember When Planning Your Digital Marketing Strategy
- Facebook takes up 22% of the internet time Americans spend on mobile devices, compared with 11% on Google search and YouTube combined.
- Across all Facebook posts, there is an average engagement rate of 3.6%
- The average organic reach of a Facebook post is 5.5%
- Video posts get an average engagement of 6.13%
- Videos earn the highest rate of engagement, despite only making up 3% of the content.
- 75% of online users with an income of more than $75K are on Facebook.
- According to Pew Research survey showed that among U.S. adults who use Facebook, around three-quarters (74%) visit the site at least once a day.
- The share of adult Facebook users who visit the site at least once a day is higher than the shares of Instagram users (63%) who visit both sites.
- According to eMarketer, Facebook’s growth is happening in developing countries where they claim Facebook will gain more than 250 million users between 2019 and 2023.